• For an extra 100 yen, customers finish the dessert themselves in a "decorate your ice cream" format

• A seasonal promotion combining vivid colors, a crunchy texture and hands-on fun

SNAX, a food company steadily expanding its partnerships with major Japanese food and retail brands, has run a summer collaboration with MINISOF — the premium soft-serve brand of Japan's MINISTOP convenience store chain.

The collaboration was designed for the summer months, when demand for cold desserts peaks. Colorful, crunchy Mallow Pop was paired with MINISOF's smooth soft-serve to create a seasonal dessert that plays on both visual appeal and contrast in texture.

The promotion covered MINISOF's core menu, including Hokkaido Milk, Okayama White Peach and Mix soft-serve. For an additional 100 yen on top of the regular menu price, customers could top their cone with Mallow Pop and finish their own dessert — a "decorate your ice cream" format.

This participatory approach reflects the customization and experience-driven consumption trend in today's F&B industry, where customers complete a menu item to their own taste. By turning the act of choosing and finishing the dessert into part of the enjoyment, the promotion extended the appeal of an already familiar menu.

Local Japanese promotional materials introduced Mallow Pop as "a crunchy dried marshmallow that has become hugely popular in Korea," highlighting how well it pairs with soft-serve. Together, the eye-catching summer colors and the fun of decorating one's own cone gave consumers a natural way to experience both the product and the brand.

Earlier, SNAX had introduced collaboration products and recipes with Meiji Bulgaria Yogurt from Meiji, one of Japan's leading food companies, offering local consumers ideas for home-café recipes. This MINISOF collaboration is significant in that it extends SNAX's partnerships with Japanese food brands into F&B retail locations and consumer-participation promotions.

"We designed this collaboration to bring something new to a summer favorite — adding Mallow Pop's signature colors and crunch to the soft-serve that consumers already know and love," a SNAX representative said. "It's a product that can create a differentiated experience suited to the season and to each brand, while preserving the identity of the original menu item."

The representative added, "Guided by our direction of 'making everyday life happier through delicious experiences,' we will continue to work with F&B companies and distribution partners at home and abroad to deliver products and promotions that add color and enjoyment to everyday moments."

Brand collaborations combine the products and identities of each partner, offering existing customers a fresh brand experience while opening up points of contact with new consumer groups. SNAX welcomes collaboration proposals from companies looking to build on the strengths of each partner's products and menus while broadening the scope of the consumer experience together.

• Accelerating U.S. market entry through IR pitching and networking with investors in New York

• Expanding its global business with localization strategies tailored to each market's consumers and food culture

SNAX has been named a final participant in the New York investment program under the 2026 Gyeonggi Startup Global Growth Support initiative.

Run by Gyeonggi Province and the Gyeonggido Business & Science Accelerator, the program supports startups based in the province that are pursuing global expansion and overseas investment. It offers stage-by-stage support — from assessing readiness for the U.S. market and strategic consulting, to refining IR materials, to pitching and networking with investors on the ground in New York.

Building on the experience and know-how it has accumulated in overseas markets, SNAX plans to use the selection to sharpen its U.S. market strategy and to broaden its network of local investors and distribution and F&B partners, strengthening the foundation of its global business.

Because consumption habits and distribution environments differ from country to country, the company is also deepening a localization approach that reflects the characteristics of each market in both product and marketing. From product lineups to content and brand collaborations, SNAX is widening its points of contact in each market in ways that feel natural to local consumers.

Meeting New York investors to sharpen its U.S. business strategy

Through this program, SNAX will focus on turning that localization approach into concrete business opportunities in the U.S.

The company will review its U.S. market entry strategy and refine its business model and growth plan through the lens of local investors. Alongside this, it will strengthen its fundraising readiness by upgrading its IR materials and undergoing pitch coaching.

It will then hold preliminary meetings with local investment firms and partners before pitching directly to investors and networking in New York. The aim is to uncover not only investment opportunities but also a range of avenues for growing the brand locally — including distribution and F&B partnerships — and to lay the groundwork for medium- to long-term growth in the U.S. market.

"Our goal is to carry the direction of 'making everyday life happier through delicious experiences' into global markets as well," a SNAX representative said. "Through this program, we will deepen our understanding of the U.S. market and expand our local network, and work with a range of partners — global F&B companies, distributors and brands — to create products and brand experiences that local consumers will naturally choose and enjoy."

On February 4, 2026, ISM 2026 in Cologne, Germany—the world’s largest and most prestigious trade fair for sweets and snacks—wrapped up its 55th edition with resounding success. This year’s expo boasted an overwhelming global presence, featuring approximately 1,600 exhibitors from 72 countries, with international participants accounting for 87% of the total. The event made headlines by recording the highest number of national pavilions in its history, with 39 joint pavilions spanning 29 countries. Notably, newly established pavilions from Japan, Thailand, Morocco, and Ukraine showcased an exceptionally broad spectrum of global trends.

Amidst this fierce and authoritative global arena, our company proudly stepped onto the stage and successfully concluded the exhibition, drawing enthusiastic attention from international buyers and industry professionals alike. It was a milestone achievement that allowed us to firmly stamp our unique product excellence and brand value at the very heart of the global market. Please stay tuned as we accelerate our expansion moving forward.

SNAX's 'Mallow Pop' Sells Out Initial Stock at US Costco, Targeting the Mainstream Market

Food company SNAX (CEO Lee Taek-kwon) announced that its marshmallow snack brand, 'Mallow Pop,' has officially launched in US Costco stores and its online mall, successfully selling out its initial batch. Rather than limiting itself to the K-food category, SNAX is targeting the mainstream US food market by leveraging a marshmallow culture familiar to local consumers. The brand also proved its competitiveness by receiving positive reviews from major food media outlets at the 'Sweets & Snacks Expo 2026' held last May. Based on this success, CEO Lee Taek-kwon stated that the company is exploring various collaborations and plans to gradually expand into global markets, including Asia and Europe.

SNAX is accelerating its global expansion through its representative dried marshmallow brand, 'Mellopop,' by partnering with major Japanese food and retail brands. Known for adding a crunchy texture and vibrant colors to everyday F&B menus, Mellopop is proving its potential as a versatile "dessert cheat code."

Recently, SNAX collaborated with Meiji's best-selling Bulgaria Yogurt. A co-developed recipe featured on Japan's largest recipe platform, 'Delish Kitchen' (approx. 5 million followers), garnered over 5,000 likes, demonstrating strong appeal and confirming its potential in the global dessert market.

Additionally, Mellopop partnered with MINISOF, a premium soft ice cream brand operated by Japan's leading convenience store MINISTOP. By topping popular menu items like Hokkaido Milk and Okayama White Peach ice cream with Mellopop, they provided consumers with a refreshing, sweet, and crunchy summer treat.

A SNAX representative stated, "We will continue to create diverse products and consumer experiences through seasonal product planning and collaborations with F&B companies." SNAX is currently expanding various B2B partnerships, including OEM, PB development, and IP collaborations. For inquiries, visit the SNAX official website or contact ask@snax.kr

SNAX, the company behind the marshmallow snack brand 'Mallow Pop,' has been selected for the 'Global Strong SME 1000+ Project' organized by the Ministry of SMEs and Startups. Following its designation as a '2025 Gyeonggi Province Export Frontier Enterprise,' this achievement serves as official recognition of SNAX's robust export performance and brand competitiveness. Its flagship product, Mallow Pop, is showing rapid growth in North America and Japan, having successfully entered major retail chains such as US Costco and Japan's Don Quijote. Supported by this government initiative, SNAX plans to strengthen localized product development tailored to local consumer preferences and further accelerate the expansion of its global distribution network as a leading K-snack brand.